94 - BONUS 3-Minutes Anna Unfiltered: Your Marketing Should Span The ENTIRE Funnel

Time for another solo episode! It's fast but packs a punch. I started creating TikTok videos and posting them to LinkedIn and so far it's going well and I love how it takes less than 5 minutes to record, add a title, and add captions and do it all myself. Talk about scrappy AND engaging. Video works, ya'll. So I'm stripping out the audio and adding it to the podcast. I was asked on a recent discovery call: “Where should we prioritize marketing in the funnel, TOF? Middle? Bottom to help close? With Customers to grow WOM and referrals?” Answer: Yes. The cool thing is your content strategy can hit ALL those levels (even with a very small team) if you’re being thoughtful about it. I like to use a 1-page marketing plan that includes specific marketing plays across the funnel. For example: TOF to Engage: podcast, social media video clips MOF to Nurture: podcast, social media video clips, newsletter, 1:1 sharing on LinkedIn, weekly virtual events BOF to Convert: case studies, testimonials, testimonial videos Customer Success: surprise and delight e.g. super responsive Slack channel, case studies / video testimonials from superfans, give them a platform to share their expertise >> get them on your podcast to discuss wins and challenges And then for each stage, also have objectives (e.g. increased website visitors MoM, 50% OR and 20% CTR for email, 5 new customers per month, etc.) How is your content strategy impacting your objectives? For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening, and don't forget to leave a review!

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